Online Shopping: 5 Important Safety Factors to Keep in Mind

In 1994, former investment banker Jeff Bezos started the world's first internet commerce company from his garage. His inspiration was a lengthy cross-country drive – one that left him with time to think about how the world of commerce could change. Now known as Amazon.com, the company Bezos started has grown into one of the world's leaders in retail, racking millions of sales annually.

But despite the rapid growth of Amazon – and other, smaller, e-commerce websites – there remains a slight hesitation to shop online. Shoppers, particularly those that grew up without the internet, are sceptical of its ability to preserve their financial security and identity. In short, the online shopping audience could grow significantly with a security, simplicity, and safety makeover.

These five safety factors can help you remain aware of the risks that exist when shopping online, all the while alerting you to how they can effectively be avoided. From credit card issues to potentially fake merchandise, keep yourself prepared by understanding how these common online safety issues can occur, how they can be resolved, and how you can avoid them.

1. Fake merchandise, 'official' goods, and bootleg clothing.

Search for any luxury brand on eBay and you're bound to find some fraudulent imitators. While it's unlikely that you'll encounter fake brand name goods on Amazon or other large shopping websites, a significant portion of eBay's power sellers have taken to offering low-cost imitation goods.

These bootleg products are often identified by a small insignia or additional character alongside the item's name – something that's inserted to ensure that the product isn't likely to be flagged as fake or illegal. Avoid these auctions, and make sure you're bidding on the real thing before you send money to anyone using an online auction website.

2. Falsified eBay feedback and paid testimonials.

See a product you like at an affordable price, all backed up by hundreds of positive feedbacks? It's probably the real thing, but there's always a chance that the account in question has been taken over by a hacker or credit card fraudster. Check for signs of unusual activity before bidding on an auction for valuable goods, especially if the product in question is frequently used as bait for online fraud.

3. Credit card 'swiping' and unauthorized charges.

Before you enter your credit card number, check that you're on the page you clicked though to. An assortment of online retailers use external payment pages – pages that are easily taken over by third-party hackers. Check the the URL matches the page in question. If it doesn't, it could be a page that has been built for sole purpose of illegally capturing customers' credit card information.

4. Negative-option billing and surprise credit card fees.

Have you seen an online offer that looks too good to be true? How about a free fifteen-day trial for a hot new product? Before you click the order button, check to make sure that you haven't enrolled in an expensive recurring billing program.

Negative-option billing and unethical subscription products have been in the news recently, with some unscrupulous online retailers billing customers for hundreds of dollars after enrolling for an allegedly free trial. Always check the terms and conditions, particularly on products and services that are available as part of a free trial offer or extended test period.

5. Phishing, credit card fraud, and false log-in pages.

Is your email inbox full of hot offers, big discounts, and wholesale shopping options? Don't be too quick to click those links, as many could be malicious websites designed to steal your credit cards and personal information. These pages are known as 'phishing' resources, and are typically built to resemble a popular online store, credit card processor form, or bank information website.

When you receive an urgent email about your credit card, check to make sure that it's come from the email address you expected. Hackers often use domain names that appear to be official, but are actually nothing more than a disguised credit card information capture page. Never visit your bank account through an email, and only ever enter your credit card number on pages that you trust.